Eisenhower: How to Compete with Walmart


Dwight David Eisenhower was a war hero that became the 34th President of the United States. A career military man, Eisenhower had served his country in the Army from 1915 until running for the nation’s highest office in 1951. Dedicated to service, he rejoined the Army for eight additional years upon leaving the oval office.

The five-star general knew how to launch a successful attack on any challenger. He is credited with planning and leading successful invasions of France and North Africa in World War II as the Supreme Commander of the Allied Forces.

“What counts is not the size of the dog in the fight," . . .

1. "it's the size of the fight in the dog.”

2. "it’s how fast the dog can run.”

3. "it’s whether or not the rules are fair.”

4. "it’s the reflection of the dog in the mirror.”

To see the correct ending to this quote, scroll down.

“What counts is not the size of the dog in the fight it's the size of the fight in the dog.”

If it were true that Walmart has the ability to run businesses out of business, we would see entire vast corridors of boarded-up storefronts within 2 miles of every Walmart. Quite the opposite is true. If a strip shopping center includes a Walmart, the other businesses in the shopping center seem to thrive.

Why then is there this feeling that Walmart runs other retailers out of business? Walmart success is based on one simple principle: low prices! When Walmart comes to town some retailers feel they must compete against Walmart by offering lower prices. People who do this are focusing on the size of the dog instead of coming up with their own fight plan. You cannot compete against Walmart if price is your basis of competition. Hundreds of large former retailers already learned that lesson. Business owners quickly give up this fight because they know that they cannot battle Walmart on price alone. The Walmart dog is simply too big and their knowledge of the price battlefield is too extent.

To successfully compete against Walmart, you must ignite your spirit to fight in a game that Walmart cannot win.

There are several games that Walmart simply does not wish to play. First is the battlefield of assortment. Walmart's business model demands that they carry fewer items in each category. However, a hungry dog can carry a wide breath of items, giving them a competitive advantage for a customer base that wants to make their own size and brand selections.

The second Walmart-free battlefield is customer service. Although you can find great customer service at Walmart, there is a different type of customer service that smaller business can offer. Walmart associates can smile and even walk you to guide you are looking for, but it is doubtful they will ever learn the customer's name.

Even a big dog like Walgreens can successfully compete against Walmart in this venue. They will call customers when a prescription is due, ready, or delayed. They will call a doctor's office on behalf of the customer. Walmart simply is not staffed for this kind of service.

So remember, it's not the size of the dog in the fight that matters as much as it is the size of the fight in the small-business owner.